Ulmer & Berne asked Nesnadny + Schwartz to create a new identity for them as they moved forward with changing their name to simply Ulmer. A leading full-service law firm, Ulmer represents a diverse client base across the U.S. and abroad including publicly traded and privately held companies, financial institutions, pharmaceutical companies, hedge funds, private equity funds, international joint ventures and affiliations, investor groups, emerging businesses, public bodies, and nonprofit organizations.
Ulmer has a nationally recognized reputation of delivering to clients superior service, with an upbeat attitude, user-friendly business approach, and old fashioned values. To express this commitment to Ulmer’s clients Nesnadny + Schwartz took advantage of the “U" in Ulmer’s name and emphasized it with a blue underline, subtly illustrating that the most important thing to Ulmer is “you.” Nesnadny + Schwartz further expressed this notion by creating a tagline for the firm, “Our business begins with you.”
There had been some concern by Ulmer’s management team that transitioning from the firm’s older, more conservative slab serif logotype to a more stream-lined logo built with Neue Haas Grotesk, may create some controversy amongst those employees who preferred the traditional look of the old mark. The opposite proved true as the new identity has been embraced across the firm as a bold and positive rebranding that reinforces Ulmer’s forward-looking and innovative business direction.